Our Youtube Playbook for B2B
How to scale B2B Demand Generation with Youtube
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Succeeding with YouTube in B2B marketing requires a marketing reset. It’s not just about immediate clicks and conversions, as we have been taught, but about playing the long game and recognizing sales cycles are longer and more complex and customers are actual people.
In this entry we break down how to incorporate YouTube into your marketing mix, focusing on brand building to improve performance, creative strategy, and the right metrics for success.
Why YouTube Matters for B2B
At its core, marketing is about capturing attention and building trust. Yet, with more competition and noise than ever before, traditional B2B tactics such as relying solely on traditional channels may not always be enough to stand out. That’s where YouTube comes in.
YouTube’s strength lies in its ability to blend storytelling and reach. It’s an ideal platform for engaging potential buyers who may not be in-market yet but are open to learning about your brand and offerings. Whether you’re using it for thought leadership, product demos, or customer success stories, YouTube is a platform where your brand can shine in three seconds in ways that go beyond traditional text-based ads.
Note: We recommend treating YouTube as an incremental channel, not as a direct conversion engine. It is especially useful in the middle funnel, where potential buyers are not yet ready to pull the trigger but open to hear you out.
Shifting from Performance Marketing to brand Building (with a b)
One of the key differences when using YouTube is that it shifts the focus away from purely bottom-of-funnel performance marketing that can be 100% measurable. B2B marketers often make the mistake of measuring success based solely on immediate conversions and are obsessed with attribution. While conversion metrics are important, and attribution is a must, YouTube excels as a brand-building tool and a great addition to your marketing mix.
This shift in focus is essential because B2B buying cycles are long and complex and the chances of someone seeing an ad and buying your product right away are close to 0. But by consistently showing up with creative, engaging content, you’re positioning your brand as the go-to solution when they are ready to act.
Keep it simple. You don’t need to overcomplicate yourself and think this is a Brand initiative that requires a significant investment or complex systems. The brand building we are discussing is more about creating awareness and showing up on multiple channels where your potential customers live online. It’s a marketing surround system process, not a channel effort to direct conversion linear sequence.
Note: Let go of the 95-5 attention rule and embrace the fact that your buyer might be watching Bluey with their kid on YouTube. Sure, they may not be in the “buying” state of mind, but a great impression does not do any harm.
Creative: The Heart of YouTube Success
It’s no secret that creative quality can make or break your success on YouTube. In fact, the quality of your creative is just as important as your targeting and strategy. But, unlike most people believe, quality does not refer to super expensive production, but rather, genuinely thoughtful content for your audience.
In other words, there’s no excuse to skip YouTube (even a simple Loom that is well done can do the trick).
But to make it a bit more concrete, we have listed some of the essential elements we take into account to make sure our client’s creative resonates:
Hook Them Early: With YouTube’s skip feature, you’ve got only a few seconds to grab attention. Make sure your brand message and core visual elements are front-loaded in the first 3 to 5 seconds (ideally 3).
Experiment with Formats: Different formats work for different audiences. Test product demos, thought leadership videos, customer testimonials, or behind-the-scenes content to see what resonates most. Don’t be afraid to go beyond traditional talking-head videos, stop-motion graphics, animation, or even podcast-style content can all be effective.
Remember that quality doesn’t mean hi-fi expensive production, it means relevance to your audience.
More on formats in the next section.
Keep the Narrative Simple: Clear, concise messaging works best. Focus on delivering value in a way that’s easy to digest. Clear is better than clever.
Leverage Brand Recognition Early: Integrating your branding and core messaging early in the ad is critical to avoid losing viewers to the skip button.
Your ads don’t need to be fancy or overly produced to be effective, but they do need to make an immediate impact and tell a story. The right creative can help you stand out in a crowded marketplace and build a lasting impression with potential buyers.
Check out this video we ran for one of our clients. It is simple, showcases the product, positions the brand, and engages the audience
Meet Mosaicx: Making Conversational AI Simple to Manage
Smart Targeting on YouTube
One of the most powerful aspects of YouTube as a platform is its integration with the Google Ads ecosystem, which provides a wide range of targeting options. But B2B marketers need to be strategic about how they approach it.
Start with Remarketing: The most efficient way to begin is by remarketing to users who’ve already interacted with your website or engaged with your other ads. These audiences are warm, so your messaging should focus on reinforcing trust and moving them closer to conversion.
Leverage Custom Intent Audiences: These are audiences based on specific search queries that have a strong likelihood of conversion. For B2B, these custom intent audiences allow you to target users who are researching topics relevant to your products and services.
Avoid Broad Targeting: In-market audiences can work for large-scale awareness campaigns, but they’re often too broad for B2B, leading to wasted spend. Stick to more refined audiences that are closely aligned with your buyer personas.
Use Channel and Competitor Placements: Another often underused tactic is to target specific YouTube channels or content that aligns with your industry. Placing your ads on competitor or industry-specific videos can be a highly effective way to reach your target audience where they’re already spending their time
Best YouTube Ad Formats for B2B Marketing
YouTube offers a variety of ad formats, each with its own strengths. The key is knowing which format to use based on your campaign goals, your audience, and where they are in the buyer’s journey.
Here’s a breakdown of the most effective YouTube ad formats for B2B marketing and how to leverage them:
1. TrueView In-Stream Ads (Skippable)
What it is: These are the classic skippable ads that play before, during, or after a YouTube video. Viewers have the option to skip the ad after five seconds, so you only pay when someone watches at least 30 seconds, the entire ad (if shorter than 30 seconds), or engages with the ad.
When to use it:
Best for brand awareness and top-of-funnel engagement.
Ideal for storytelling, where you want to convey a narrative or build trust over time.
Use these ads when you want to offer longer content (30 seconds to a few minutes), such as product demos, thought leadership pieces, or case studies.
Tips for Success:
Front-load your key message: Since viewers can skip after five seconds, your brand, key message, or hook must appear immediately.
Keep it engaging: The content must be engaging enough to hold viewers’ attention. Use compelling visuals or emotional appeals to keep viewers watching past the five-second mark. That doesn't mean it has to be a hi-fi video, but it has to be interesting.
Call to action (CTA): Make your CTA clear and actionable, whether it’s to visit your website, sign up for a demo, or download a white paper.
Check out another example of an ad we used for one of our clients that led to great results. Andy O'Reilly, Senior Manager of Finance and Technology, Forma.ai
2. TrueView Discovery Ads (In-Feed Video Ads)
What it is: Discovery ads appear in the YouTube search results or as recommended videos. They blend into the organic content and look like a regular video thumbnail, enticing viewers to click and watch on their own.
When to use it:
Perfect for mid-funnel engagement, where viewers are more likely to be in a research phase and exploring related content.
Use when you want to drive traffic to a specific video or content series related to your brand, product, or expertise.
Tips for Success:
Optimize your thumbnail: Since this ad looks like a regular video, your thumbnail needs to be visually compelling and reflective of your video’s value.
Catchy headline: Write a clear, attention-grabbing headline that promises value to your target audience.
Use in-depth, educational content: Since people are more likely to click if they’re actively searching for information, ensure your video delivers substantive content, such as how-to guides, product tutorials, or deep-dive interviews with industry experts.
3. Bumper Ads (Non-Skippable, 6-Second Ads)
What it is: Bumper ads are short, non-skippable videos that last six seconds. While these ads are short, they can be extremely powerful for quick brand messages and reinforcement.
When to use it:
Best for brand recall and message reinforcement.
Great for retargeting campaigns or as follow-up ads for viewers who have already engaged with your longer content.
Ideal for event promotions, product launches, or brief CTA-driven messages.
Tips for Success:
Be concise and memorable: With only six seconds, your message needs to be laser-focused. Use strong visuals and a simple, impactful message.
Use them in series: Bumper ads are effective when used as part of a broader campaign, complementing longer TrueView ads to reinforce key messages and increase recall.
4. Non-Skippable In-Stream Ads (15-20 Seconds)
What it is: These ads are non-skippable and force the viewer to watch for the full 15 to 20 seconds. They appear before, during, or after the main content.
When to use it:
Great for mid-funnel or bottom-of-funnel engagement, where you want to deliver a focused, clear message to viewers who are more likely to be considering your offer.
Useful for announcements, special promotions, or case studies that can be delivered within a short time frame.
Tips for Success:
Focus on one key message: Since the time is limited, don’t try to cover too many points. Choose one core message and deliver it with clarity.
Strong CTA: As with skippable ads, ensure your call to action is clear and easily accessible, whether it’s to visit your site, book a demo, or download a resource.
Highly polished content: Since viewers can’t skip, make the ad as visually appealing and engaging as possible to maintain attention.
5. YouTube Masthead Ads
What it is: These are premium placements that appear at the top of the YouTube homepage. Masthead ads are highly visible, offering massive exposure for your brand.
When to use it:
Ideal for large-scale brand awareness campaigns, such as major product launches, rebranding efforts, or event promotions.
Best used for broad reach when you want to make a big impact in a short amount of time.
Tips for Success:
Massive reach, broad appeal: Your message should cater to a wide audience, as the masthead reaches millions of viewers.
High-quality visuals: Since this is prime real estate, your visuals and messaging should be polished and aligned with your broader campaign goals.
Perfect for limited-time promotions: Use masthead ads for urgent, time-sensitive campaigns where you need maximum exposure.
Here’s an example of another ad we used for one of our clients that led to positive results.
6. YouTube Shorts Ads
What it is: YouTube Shorts are short, vertical videos (less than 60 seconds) similar to content found on TikTok and Instagram Reels. These ads can be placed between Shorts content, and they are optimized for mobile viewing.
When to use it:
Best for engaging mobile-first audiences and driving quick engagement.
Ideal for quick product showcases, behind-the-scenes content, or user-generated content to appeal to a more casual, mobile-centric audience.
Tips for Success:
Keep it vertical: Since Shorts are designed for mobile viewing, ensure your content is vertical and formatted to look native to the platform.
Fast-paced content: Shorts work best with snappy, dynamic content that grabs attention quickly and keeps the audience engaged throughout.
Test organic first: Try experimenting with organic Shorts content before turning them into ads to see what resonates best with your audience.
Choosing the Right Format for Your Goals
Selecting the right ad format depends on where your audience is in the buyer’s journey and what you want to achieve. Here’s a quick guide:
Top of Funnel (Awareness): TrueView In-Stream Ads, Masthead Ads, YouTube Shorts
Middle of Funnel (Engagement/Consideration): TrueView Discovery Ads, Non-Skippable In-Stream Ads
Bottom of Funnel (Conversions/Action): Non-Skippable Ads, Bumper Ads
By aligning your format choice with your objectives and audience’s place in the funnel, you’ll maximize the impact of your YouTube campaigns and ensure your message is both seen and remembered.
The Metrics that Matter (and Those That Don’t)
While running YouTube ads, the temptation to measure success by direct conversions alone is hard to resist. But in B2B, indirect metrics are often more telling of long-term success.
Here’s a breakdown of what you should be tracking, and what to avoid:
Key Metrics to Focus On:
View-Through Rate (VTR): This tells you how long users are staying engaged with your video. A high VTR indicates that your content is resonating with your audience, even if they don’t take action immediately.
Skip Rate: If viewers are skipping your ads too quickly, it’s a sign that your creative isn’t hooking them early enough. Adjust your messaging or format to capture attention within the first few seconds.
Cost Per View (CPV): This is a key metric for understanding the cost-efficiency of your campaigns. YouTube can offer a lower CPV compared to other channels like LinkedIn, making it a cost-effective way to drive awareness.
Impact on Other Channels: YouTube rarely works in isolation. Use tools like Google Analytics to track how your YouTube ads are impacting traffic on other channels. If you see an uplift in organic, direct, or branded search traffic, it’s a good indicator that your ads are driving brand awareness.
Channel Placements and Device Breakdown: Analyze where your ads are performing best both in terms of specific YouTube channels and the devices they’re being viewed on. This can give you insights into which platforms and contexts work best for your messaging.
Metrics to Avoid Over-Focusing On:
Click-Through Rate (CTR): While CTR is a useful metric for other types of ads, it’s less important on YouTube where engagement and brand awareness are the primary goals. A low CTR doesn’t necessarily mean your campaign isn’t working.
Immediate Conversions: YouTube is a long-game channel, especially for B2B. Don’t judge the success of your campaigns purely on immediate conversions. It’s more about the indirect impact on overall traffic and eventual leads.
Google’s “Optimization” Metrics: Relying solely on Google’s automated optimization can lead to inflated performance metrics that don’t truly reflect the effectiveness of your campaigns. Always dig deeper to ensure you’re looking at the right indicators of success.
Avoid Common Mistakes
Marketers often stumble when first experimenting with YouTube ads. While there are many things that could go wrong, here are the top three mistakes to avoid:
Trusting Google’s Automation: While it’s tempting to let Google handle everything, over-reliance on automated recommendations can lead to wasted budget or misplaced targeting. Customize your campaigns to fit your business objectives.
Neglecting Your First Few Seconds: If your branding and core message aren’t visible in the first 3 to 5 seconds, expect high skip rates. Make your hook strong and immediate. People expect everything right away in video.
Expecting Immediate Results: YouTube ads won’t typically generate leads overnight, especially in B2B. Use it as part of a longer-term strategy and multi-channel mix to build awareness and trust before asking for the sale.
Final Thoughts: YouTube as an Additional Surface for B2B
If you haven’t started in other channels, perhaps this is not the channel to prioritize. If, however, you have already built a performance muscle across social media and search, focusing on creative content that cuts through the noise, targeting the right audiences, and measuring success beyond direct conversions via YouTube can be a great addition to your marketing mix.
Incorporating YouTube doesn’t mean abandoning performance marketing; it means expanding your strategy to include a channel that excels at building brand equity, engaging audiences, and driving results over the long term. Now is the time to add YouTube to your B2B marketing playbook and start reaping the rewards.